copyright 1999 prentice hall 8-1 lesson 6.1 – branding copyright © 2014 by sports career...

Copyright 1999 Prentice Hall

8-18-1

Lesson 6.1 – Branding

Copyright © 2014 by Sports Career Consulting, LLC

Branding

Branding describes a company’s or event’s efforts to develop a personality and make its products or services different from the competition Events are often branded to aide in marketing efforts

LESSON 6.1

Branding & Licensing

Branding:

The use of a name, design, symbol, or a combination of those elements that a sports organization uses to help differentiate its products from the competition


Branding Efforts Often Include the Use Of:

Brand Mark

Logo

Trademark

Graphics

Branding

LESSON 6.1



Slogans are short, memorable catch phrases used in advertising campaigns designed to create product affiliations among consumers


LESSON 6.1


Branding

Slogans Example

Branding

LESSON 6.1



Dick’s Sporting Goods advertising often features the slogan “Every

season starts at Dick’s”

Branding

LESSON 6.1



To generate excitement about the team’s move from New Jersey to New York, the Brooklyn Nets launched a marketing campaign just after

finishing their last game in their old home with

the Twitter-friendly slogan

#HELLOBROOKLYN

Branding

When a brand name or trade name is registered, it also becomes a trademark

Trademark:

A device that legally identifies ownership of a registered brand or trade name

LESSON 6.1



Trademark

LESSON 6.1



Branding

LESSON 6.1



In 2011, the NCAA paid $17.2 million to secure the registered trademark for the phrase “March Madness”

Branding

LESSON 6.1



In 2013, hip hop star Pharrell Williams filed a lawsuit against fellow hip hop star will.i.am of the Black Eyed Peas over the phrase “i am” after will.i.am. allegedly sent Pharrell a cease and desist letter informing him that he owns the rights to all things with an "I Am" element when Pharrell launched a YouTube channel called I Am Other

Branding

LESSON 6.1



In 2014, Utah State University considered suing San Diego State over the ‘I believe’ slogan (a popular chant at Aggies basketball games is “I believe that we will win”), after SDSU filed for usage of the "I believe" slogan with the U.S. Patent and Trademark Office

Branding

LESSON 6.1



Anthony Davis, standout freshman on the NCAA

champion Kentucky Wildcats basketball team, trademarked the phrases

“Fear the Brow” and “Raise the Brow” just prior to being

selected first in the NBA Draft, a reference to his

connected eyebrows

Branding

LESSON 6.1



Former Texas A&M quarterback Johnny Manziel has applied for the trademarks "Johnny Football" and "The House That Johnny Built"

Organizations will go to great lengths to protect the brand

Branding

LESSON 6.1



According to Michael Napolitano, Licensing Director for Major League Baseball, Major League Baseball spends millions of dollars per year on trademark protection

Trademark

According to the Oregonian: “Adidas is well known for aggressively guarding the logo it's used for more than 55 years. It has pursued at least 325 infringement matters in the United States, including 35 lawsuits and 45 settlement agreements, according to court records.”

In the summer of 2011, Adidas filed suit against a small California footwear company (Radii Footwear) for trademark infringement, claiming two of Radii’s lifestyle sneakers infringe on the distinctive three stripes synonymous with the Adidas brand

LESSON 6.1



LESSON 6.1



adidas

Radii

What do you think?

Trademark

In 2012, Rawlings filed suit against rival manufacturer Wilson, over the glove Wilson supplied to Cincinnati Reds star, Brandon Phillips citing the "metallic gold-colored webbing, stitching and lettering" design on the glove as copyright infringement (Rawlings owns the trademark to the term “gold glove”)

LESSON 6.1



Trademark

Since 1967, Chapman High School in Kansas had been referring to its sports teams as the “Fighting Irish” and featuring a mascot bearing a similar resemblance to the fighting leprechaun logo used by the University of Notre Dame.

In 2012, the school received a cease and desist letter from Notre Dame, ordering them to discontinue using the logo. Unwilling to spend the money necessary to challenge the University in court, the school held an art contest to design a new logo for school athletics.

LESSON 6.1



Trademark

LESSON 6.1



Trademark

LESSON 6.1



In 2014, FIFA, ESPN and Spanish-language broadcaster Univision were aggressive in their efforts to curb social media enthusiasts from posting any game highlights via the popular video clip sharing social platform Vine

Click here to read the story and the future of video sharing as it relates to sport related content

Guidelines for developing a successful brand

Positive, distinctive and generate positive feelings and association

Easy to remember and pronounce

Logo is easily recognizable

Implies the benefits the sports product delivers

Consistent with the image of the rest of the product lines, organization, and/or city

Legally and ethically permissible

Branding

LESSON 6.1



Brand Building

Brand awareness

Brand image

Brand equity

Brand loyalty

Branding

LESSON 6.1



Brand awareness is the process of working toward maximizing recognition of a particular brand


LESSON 6.1


Branding

Many comic book fans associate comics with Marvel because of brand awareness. Because Marvel has

such a strong brand, the Walt Disney Company purchased the company for $4 billion.


LESSON 6.1


Brand Awareness


LESSON 6.1


Brand Awareness

Despite moderate expectations, Teenage Mutant Ninja Turtles, the fifth installment of the film franchise, stunned Guardians of the Galaxy by dethroning the superhero squadron after just one week at No. 1, shattering sales forecasts by $20 million.

In nearly 25 years, no Teenage Mutant Ninja Turtles film has opened below No. 1

Brand image refers to consumer perceptions linked to a particular brand such as health, excitement, fun or family


LESSON 6.1


Branding

For example, the Disney brand is associated with family fun and entertainment


LESSON 6.1


Branding

Brand image is not limited to just sports and entertainment properties but also to athletes and celebrities

Click here to read a story on one author’s suggestion on how Milwaukee Brewers’ slugger could go about rehabilitating his image after a performance enhancing drug scandal rocked the baseball world in 2013

Brand equity is the value placed on a brand by consumers


LESSON 6.1


Branding

For example, Nike has strong brand equity because consumers have long associated the brand with top level athletes and quality products


LESSON 6.1


Brand Equity

Electronic Arts shares jumped 15% just after the video game publisher shared details on its deal with Disney to produce "Star Wars" games, pushing its stock to its highest level in more than a year, thanks to the incredible brand equity that the Star Wars brand has built over the years

Brand loyalty is a consumer preference for a particular brand as compared to competitor products or services


LESSON 6.1


Branding

In the recreational/sport fishing category, Plano brand tackle boxes have established a loyal customer base, maintaining a significant share of the market year in and year out. In 2009, Plano tackle boxes were again

the preferred brand among anglers, representing 55.8% of all tackle box purchases.


LESSON 6.1


Brand Loyalty

Brand loyalty is a critical factor influencing the concept of fandom, the higher the level of brand loyalty, the greater likelihood of an increased level of intensity in fandom.

In 2014, the Brand Keys Sports Fan Loyalty Index ranked the “most loyal” NBA fans in terms team (brand) loyalty. According to the report, San Antonio Spurs fans ranked number one overall while Sacramento Kings fans ranked last.


LESSON 6.1


Brand Loyalty


LESSON 6.1


Brand Loyalty

In 2014, the Brand Keys Sports Fan Loyalty Index ranked the “most loyal” MLB fans in terms team (brand) loyalty. According to the report, St. Louis Cardinals fans ranked number one overall while Houston Astros fans ranked last

Event branding opportunities may include

Naming, Event Offerings

Promotions and Co-Promotions

Sponsorship Opportunities

Merchandising Opportunities

Hospitality

Branding

LESSON 6.1



Naming Rights

Event Branding

LESSON 6.1



ING, a financial institution that provides banking and insurance services, has the naming rights to the popular New York City Marathon

Promotions & Co-Promotions

Event Branding

LESSON 6.1



PowerBar, another sponsor of the ING NYC Marathon, utilizes its partnership to provide a special promotional opportunity to race participants by offering 20% off all PowerBar products at the PowerBar store online

Sponsorship opportunities and presenting rights

Event Branding

LESSON 6.1



While ING enjoys the naming rights to the

annual NYC Marathon, several other sponsors

enjoy “Principal” status, such as ASICS,

United AirlinesFoot Locker, The New York Times and Timex

Merchandising Opportunities

Event Branding

LESSON 6.1



Licensing opportunities are often available which would include the authorized use of a brand, brand name, brand mark, trademark, or logo

ASICS is a “principal” (primary) sponsor of the NYC Marathon. Part of their sponsorship agreement provides them with merchandising opportunities in that much of the merchandise sold online or on-site is co-branded by ASICS (they are also the presenting sponsor of the official Marathon Store).

Hospitality

Event Branding

LESSON 6.1



Companies may have the opportunity to entertain clients, prospective customers and employees with tickets to the event

Most events offer hospitality packages, which typically include access to VIP areas and include food and beverages

Forms of Branding

Corporate Brand

Product Brand

Store Brand

Branding

LESSON 6.1



Branding

LESSON 6.1


Corporate brands could include:

Walt Disney Company

National Football League

Apple

Corporate Brand:

Represents an entire company or organization


Branding

Product brands could include:

World of Warcraft

Harry Potter

iPod, iPhone, iPad

Product Brand:

Represents a particular product of a company or organization

LESSON 6.1



Branding

Store Brand:

The products retailers sell as their own brands

LESSON 6.1


Gander Mountain, an outdoor sports store, carries brand name merchandise from Columbia Sportswear and Wrangler, but also offers many products under the label of Gander Mountain


Branding

LESSON 6.1


Athleta activewear for women (apparel primarily targeting the niche yoga and

pilates consumer) is actually a store brand under the Gap, Inc. umbrella


Branding in SEM

Sports and entertainment organizations and companies work hard to develop strong brands as a means for differentiating themselves from one another

Branding provides a unique means for product differentiation in that individuals (athletes, actors, musicians) can have such tremendous impact on sales

Branding

LESSON 6.1



Branding provides a unique means for product differentiation in that individuals (athletes, actors, musicians) can have a tremendous impact on sales

Fans of Johnny Depp will pay to watch nearly any movie for which he plays a role and will purchase DVDs, memorabilia and other licensed merchandise

Branding

LESSON 6.1



Brand extension refers to the use of a successful brand name to launch a new or modified product or service in a new market


LESSON 6.1


Branding

Branding

Forbes magazine Senior Editor Matthew Miller says “Celebrities are brands, and they are marketing to us and there's stuff we consume off of them, from movies to albums to concerts to books to speaking tours to everything in between, and we sort of all buy into it.”

LESSON 6.1



Branding

Musician Jimmy Buffett’s list of brand extensions is expansive; from restaurants (Margaritaville cafes) and footwear (Sole of the Tropics flip-flops) to his own radio station on Sirius and a complete line of Margaritaville-branded food and beverages

LESSON 6.1



LESSON 6.1



Discussion Topic

Can you think of any additional examples of brand extension as

it relates to the sports and entertainment industry?

LESSON 6.1



Discussion Topic

Celebrities use their star power to launch product brands, like Boston Red Sox star David Ortiz (Big Papi En Fuego Hot Sauce) and Usain Bolt (Bolt branded SOUL headphone line), popular music stars Kanye West, Rihanna, Jay-Z, Taylor Swift, Justin Bieber, Tim McGraw (fragrance lines), Actress Emma Watson (teen clothing line), American Olympic gold winning gymnast Nastia Liukin (girls clothing line for JC Penney)

Branding

Rap mogul Dr. Dre launched Beats Electronics (makers of high end headphones branded as “Beats by Dre”) in 2006 and in 2011, he sold 51% of the audio company for $309 million

LESSON 6.1



In 2014, Apple purchased the Beats brand for a lucrative sum $3 billion

LESSON 6.1



Discussion Topic

Athletes and celebrities also leverage their popularity to open restaurants (according to a recent article in ESPN the Magazine, over 200 athletes are also restaurant owners), such as John Elway’s “Elway's Colorado Steakhouse” in Colorado or Aerosmith’s “Mount Blue” in Massachussetts

LESSON 6.1



Branding

Michael Jackson, a celebrity who passed away in 2011, earned $160 million in 2013, more than Madonna (at $125 million) who is still performing

LESSON 6.1



Branding

According to the South Bend Tribune, the University of Notre Dame director of licensing announced that the University would be selling a Notre Dame branded cologne and perfume by 2013, with 3.4-ounce bottles expected to retail for $62

Branding

The entire Pirates of the Caribbean film franchise is an extension of a Disney brand (originally a theme park ride) that has been around for years and the films have now made nearly $3 billion at the box office (that is the booty from the films alone, not

including licensed merchandise sales, which range from Halloween costumes to nail polish to lamps)

LESSON 6.1



NBC’s hit reality show “The Biggest Loser” has spawned a number of brand extensions over the past few years, ranging from Biggest Loser drink mixes and exercise DVDs to cook books and video games. Through its various brand extensions, the Biggest Loser brand

generates an estimated $100 million annually.

LESSON 6.1



In 2011, the Food Network began offering concessions items at eight Major League ballparks, including the

“Red, White & Blue” steak sandwich which was developed specifically for stadium cuisine in the Food

Network kitchen in New York City

LESSON 6.1



LESSON 6.1



In 2014, Rovio, creator of the wildly popular Angry Birds video game app, announced a brand extension into education in which they will be marketing early childhood curriculum worldwide

HBO’s wildly popular “True Blood” series has spun off several products inspired by the show, including novelty costumes, themed fangs, comics, and a cookbook

LESSON 6.1



ESPN has since grown to include ESPN2, ESPN News, ESPN Classic, ESPNU, ESPN Deportes, ESPN Films, 47

international channels; the largest sports-radio network in America; a magazine (ESPN the Magazine), restaurants (ESPN Zone), and a website that clocks 52

million unique visitors a month; and its own $100 million theme park in Florida

LESSON 6.1



Importance of a Strong Brand

Strong brands have the power to create business value and impact more than just corporate revenues and profit margins

Strong brands also create competitive advantage, command price premiums and decrease cost of entry into new markets and/or categories

Strong brands reduce business risk and attract and retain talented staff

Branding

LESSON 6.1



There are a number of benefits associated with the development of a strong brand:

Branding

The Harry Potter brand continues to enjoy unparalleled success, even while the global economy continues to sputter. With the release of the last of the Potter film in 2011, estimates place the value of

the Potter brand to be somewhere in the neighborhood of a remarkable $15 billion.

LESSON 6.1



Rebranding is the updating or creation of a new name, term, symbol, design, or a combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors


LESSON 6.1


Branding

LESSON 6.1



Branding

Re-establishing brand position and strengthening the brand is a critical component

for maintaining a strong brand

Gatorade determined it needed to see more growth within the teenage segment of its customer base so it

launched the “G Series” campaign

LESSON 6.1



Branding

In 2013, a number of sports properties included a logo update or re-design as part of their re-branding strategy, including the Dallas Stars introducing a new logo and the NBA’s Charlotte franchise changing their name from the Bobcats to the Hornets (the franchise’s original nickname) and the New Orleans Hornets changing their name to the Pelicans

LESSON 6.1



Branding

Re-branding requires careful planning and exceptional attention to detail

According to the Charlotte Observer, Charlotte’s rebranding effort cost the franchise nearly $3 million but

has resulted in an immediate uptick in sales, with an increase of 59% in new ticket sales and a significant

boost in sponsorship and merchandise sales

LESSON 6.1



Branding

After a two year rebranding process that set The Big 12 Conference back roughly $415,000 on logo design and implementation alone, it was reported by Sports Business Journal that, for the first time in league history, the logo would be required to appear on football uniforms.

LESSON 6.1



Branding

In 2014, Dayton University unveils new logo, court (consistent with a popular industry trend) and basketball uniforms as part of their rebranding effort.

LESSON 6.1



Branding

In 2014, the Boston Celtics introduced an alternate logo reflecting on the team’s long, successful history in the NBA while the Philadelphia 76ers launched a unique mark that pays homage to the city’s history by depicting Benjamin Franklin in a new logo that will appear on team memorabilia for the 2014-15 season (the team reported that they would not be using it as an official logo, alternate or otherwise, but would use it on team branded products).

Co-branding is the practice of using multiple brand names to jointly promote or market a single product or service


LESSON 6.1


Branding

Branding

In 2012, Reebok and Marvel partnered to launch a limited edition sneaker collaboration featuring shoes inspired by some of the most popular characters in the Marvel Universe (including Wolverine, Spider-Man and Captain America among others). The co-branded kicks were available online and through

Foot Locker retail stores.

LESSON 6.1



Branding

In 2012, the Collegiate Licensing announced a partnership with Barbie for a co-branded, University-

themed Barbie doll collection featuring Auburn University, The University of Alabama, University of

Arkansas, and Louisiana State University.

LESSON 6.1



Branding

The Sports Business Journal reported a co-branding arrangement between Mountain Dew and 7-Eleven in which they filmed several commercial spots featuring some of the soda brand’s athletes, including skater Paul Rodriguez, snowboarder Danny Davis and skater Keelan Dadd. PepsiCo and 7-Eleven will share the production costs for the spot, which will run during coverage of the 2013 Dew Tour.

LESSON 6.1



Branding

LESSON 6.1



In 2014, five Australian rugby league teams suited up as Marvel Comics superheroes: Thor, Wolverine, Captain America, Iron Man and Hulk.

The uniforms were licensed by Marvel Comics and replica jerseys were available to fans for a retail price of around $150

A brand analyst and strategy company (Millward Brown Optimor) annually ranks the world's most powerful brands measured by their dollar value

1. Google

2. Apple

3. IBM

4. Microsoft

5. McDonald’s

LESSON 6.1



6. Coke

7. VISA

8. AT & T

9. Marlboro

10. Amazon.com

Top Brands

Top sports/entertainment industry related brands of 2014 according to Millward Brown Optimor’s

annual rankings

2. Apple

4. Microsoft

10. Amazon

23. Disney

34. Nike

LESSON 6.1



Top Brands

The latest Forbes magazine ranked the most valuable sports team brands globally based on overall brand

value (defined as “the portion of a team's overall value that is derived from its name”)

New York Yankees (MLB) - brand value: $2.3 billion

Manchester United (UEFA Champions League) - brand value: $269 million

Real Madrid (UEFA Champions League) - brand value: $264 million

Dallas Cowboys (NFL) - brand value: $193 million 34

Bayern Munich (UEFA Champions League) - brand value: $179 million

Top BrandsLESSON 6.1



The latest Forbes magazine ranked the most valuable sports business brands globally based on overall

brand value (defined as “the portion of a team's overall value that is derived from its name”)

Nike – brand value: $15.0 billion

ESPN - brand value: $11.5 billion

Adidas - brand value: $5.0 billion

Sky Sports – brand value - $3.0 billion

Gatorade – brand value - $2.5 billion

LESSON 6.1



Top Brands

The latest Forbes magazine ranking of the most valuable event brands based on overall brand value

Super Bowl ($464 million)

Summer Olympic Games ($348 million)

FIFA World Cup ($160 million)

NCAA Men’s Final Four ($137 million)

MLB World Series ($135)

LESSON 6.1



Top Brands

Blank Slide Available

for Teacher Edits

LESSON 6.1




LESSON 6.1 REVIEW (ANSWERS)LESSON 6.1 REVIEW (ANSWERS)

1) Define branding

The use of a name, design, symbol, or a combination of those elements that a sports organization uses to help differentiate its products from the competition

2) Define brand equity and brand extension

Brand equity is the value placed on a brand by consumers while brand extension refers to the use of a successful brand name to launch a new or modified product or service in a new market




3) Differentiate between corporate brand, product brand and store brand

A corporate brand represents an entire company or organization

A product brand represents a particular product of a company or organization

Store brands are the products retailers sell as their own brands




4) Determine the characteristics of an effective brand name

Positive, distinctive and generates positive feelings and association

Easy to remember and pronounce

Logo is easily recognizable

Implies the benefits the sports or entertainment product delivers

Consistent with the image of the rest of the product lines and company/organization

Legally and ethically permissible


copyright 1999 prentice hall 8-1 lesson 6.1 – branding copyright © 2014 by sports career...

Documents

branding branding

branding copyright

branding licensing copyright

branding efforts

llc lesson

sports career consulting

trademark lesson

competition copyright